Digital Media - US Elections


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A brief overview of impact of Digital marketing and media on the minds of consumers and subsequent results - Case Analysis - Barack Obama - US Elections \'08

Digital Media - US Elections

  1. 1. Digital Media US Elections Barack Obama
  2. 2. Task At Hand <ul><li>To win the 2008 US Presidency Election and </li></ul><ul><li>create history! </li></ul>
  3. 3. Obama’s Plan of Action <ul><li>To reach out to all the people: </li></ul><ul><ul><li>State by State </li></ul></ul><ul><ul><li>Precinct by Precinct </li></ul></ul><ul><ul><li>Door by Door </li></ul></ul><ul><ul><li>Vote by Vote </li></ul></ul>The 50 State Strategy!
  4. 4. Facts & Figures….. <ul><li>Total Funds - $640 Million </li></ul><ul><li>$188 million – TV Ad blitz </li></ul><ul><li>3.1 million contributors </li></ul><ul><li>100 million page views of official and unofficial You-Tube videos </li></ul><ul><li>5-million volunteers </li></ul><ul><li>2.2 million “fans” on his main Facebook page, 800,000 on his MySpace page, and more than a million more names on the official campaign website </li></ul><ul><li>Many others like twitters, linkedin etc also had OBAMA communities. </li></ul><ul><li>In Game advertising – X-box (Burnout Paradise – Racing game) </li></ul>
  5. 5. Digital Campaign: Internet <ul><li>Obama campaign invested upfront in digital tools including: </li></ul><ul><li>Official Website </li></ul><ul><li>Email marketing : Obama’s campaign actively used e-mail to keep followers/voter totally informed. Like if Obama is debating live, they say go </li></ul><ul><li> watch him. </li></ul><ul><li>Database marketing </li></ul><ul><li>Social media </li></ul><ul><li>Online Marketing </li></ul><ul><li>Video streaming on web </li></ul><ul><li>Online Search </li></ul><ul><li>Display ads </li></ul><ul><li>Widgets </li></ul>
  6. 6. Obama Everywhere on Social Network! <ul><li>Face book </li></ul><ul><li>My space </li></ul><ul><li>You tube </li></ul><ul><li>Flickr </li></ul>Linkedin Black planet Faith base Eons Digg Twitter Eventful DNC Partybuilder Glee Migenete Mybatanga Asian Age
  7. 7. WEBSITE
  8. 8. Community Building
  9. 9. Merchandise
  10. 10. Obama - Music
  11. 11. Barack TV
  12. 12. Myspace – Obama Page
  13. 13. Facebook – Obama Page
  14. 14. Obama Channel - Youtube
  15. 15. <ul><li>Text Messaging </li></ul><ul><li>Official Mobile Wap-Site </li></ul><ul><li>Voice Calls </li></ul><ul><li>Official I-phone Mobile Application </li></ul><ul><li>Mobile Advertising </li></ul>Obama Mobile - Campaign
  16. 16. Text Messaging System <ul><li>Mobile and text messaging was used as a dominant form of communication across </li></ul><ul><li>demographics. </li></ul><ul><li>Obama’s campaign was successful in getting his message across to a target </li></ul><ul><li>demographic with a more personal approach and valuable information about the </li></ul><ul><li>respondents were obtained and recorded for future use. </li></ul><ul><li>People were ask to Sign up to the right to receive text messages on their phone or </li></ul><ul><li>text GO to OBAMA (62262). By signing up, they can expect to get </li></ul><ul><ul><li>Periodic updates from the campaign </li></ul></ul><ul><ul><li>Advance notice about local Obama events /Obama speaking live </li></ul></ul><ul><ul><li>Important updates about Barack's public appearances. </li></ul></ul><ul><li>High-volume text users were ask to follow Barack's updates and schedule on </li></ul><ul><li>Twitter, a text messaging social network (This service was separate from Obama </li></ul><ul><li>Mobile) </li></ul>
  17. 17. Text Messaging System <ul><li>Text Messaging system was used effectively for: </li></ul><ul><ul><li>On-Ground organizing local events </li></ul></ul><ul><ul><li>Rapid Response activities </li></ul></ul><ul><ul><li>Fundraising </li></ul></ul><ul><ul><li>Referral program to support Obama </li></ul></ul><ul><ul><li>Remind people to vote on election day with a link to the location of their polling station </li></ul></ul>
  18. 18. Text Messages from Obama
  19. 19. Obama’s Official Mobile Wapsite <ul><li>Obama’s mobile Web site begins and ends with a solicitation to subscribe to the </li></ul><ul><li>text messaging service. </li></ul><ul><li>The site offers a bite-sized </li></ul><ul><ul><li>Bio and news, </li></ul></ul><ul><ul><li>Downloadable video </li></ul></ul><ul><ul><li>Wallpapers and </li></ul></ul><ul><ul><li>Ringtones so supporters can put Obama’s voice on their phone for everyone </li></ul></ul><ul><ul><li>who calls them to hear. </li></ul></ul>
  20. 20. Obama I-phone application <ul><li>Obama presidential campaign launched an iPhone application that turns the vaunted device into a political recruiting tool. </li></ul><ul><li>The most notable feature &quot;organizes and prioritizes your contacts by key battleground states, making it easy to reach out and make an impact quickly </li></ul><ul><li>The application also shows Obama statements to the news media and a guide to Obama's positions on various issues. </li></ul>
  21. 21. Mobile Advertising <ul><li>Obama Mobile Campaign - Called Vote Early </li></ul><ul><li>The ad campaign was used to encourage voters to cast their ballots early, where polls opened before election day. </li></ul><ul><li>Banners ran on the operator deck of Boost Mobile, which is known for having a young user base. </li></ul><ul><li>Text ads at the bottom of SMS messages sent from ChaCha, the general answer service. </li></ul><ul><li>Users were given the option of opting-in to those message, by responding OBAMA to receive more information on where to vote. </li></ul>
  22. 22. Mobile Advertising <ul><li>On ads served and response rates: </li></ul><ul><ul><li>Quattro served roughly 2 million-plus impressions over the last month on both Boost and ChaCha </li></ul></ul><ul><ul><li>Average click-thru rates for the entire campaign were 1.1 percent, which is pretty good. </li></ul></ul><ul><ul><li>In some states, it got as high as 2+ percent. </li></ul></ul><ul><li>In Game advertising done – X-box (Burnout Paradise – Racing game) </li></ul>
  23. 23. Obama… Wapsite Homepage
  24. 24. Obama…i-phone application
  25. 25. Wapsite….About Barack Obama
  26. 26. Wapsite…News Section
  27. 27. Wapsite…Download Ringtones
  28. 28. Wapsite….Response
  29. 29. Obama Wallpapers
  30. 30. Obama - Ringtones Answer the call DNC Rock
  31. 31. Steven Rosenblatt, VP of Quattro’s Ad Sales said: “ Obama campaign members were pretty savvy..., and had a pretty good understanding of mobile ad space. With the right media strategy, they knew what they are talking about. Similar services were offered to the McCain camp, but they were not interested. When you are doing this, you talk to both campaigns, and they chose not to do mobile advertising. I believe they didn’t do it at all.” On Democrats Vs. Republicans:
  32. 32. Comparison – Obama / Mc-Cain
  33. 33. And they succeeded <ul><li>3 million donors </li></ul><ul><li>6.5 million online donations adding up to more than $500 million </li></ul><ul><li>Of the 6.5 million donations, 6 million were in amounts of $100 or less </li></ul><ul><li>Upwards of 13 million addresses were captured </li></ul><ul><li>More than 1 billion e-mails sent during the campaign </li></ul><ul><li>Approximately 1 million mobile phone numbers collected </li></ul><ul><li>2 million profiles created on the social network </li></ul><ul><li>5 million supporters on other social networking and multimedia sharing sites </li></ul>
  34. 34. <ul><li>Obama won and went on to become the First Ever African American President in the U.S creating history! </li></ul>
  35. 35. Thank You